UPDATED 5.07PM The pilot and loader driver of the Farmers Air aircraft that crashed in Gisborne this morning have died.

Police have confirmed both men were from Gisborne. 

Emergency services were called to the crash about 9am after reports the aircraft had hit high voltage power lines.

The crash has caused a city wide powercut to Gisborne with residents told to expect to be without power for two days.

Farmers Air Managing Director Andrew Hogarth has confirmed to Newstalk ZB the two occupants of the aircraft were killed at the scene.

The plane struck 110k power lines, cutting electricity to all of Gisborne.

Eastland Network general manager Brent Steward said he was unsure how long it would take to repair the lines but has warned residents it could take up to 24 hours.

"A light fixed wing plane has struck the mid-span the 110kV lines from Tuai to Gisborne, causing damage to both circuits in Ruaka area. We have dispatched specialist repair crews and equipment to the site."

He asked residents to conserve both power and water and to activate their home emergency plans.

"Power could potentially be off for between 8 and 24 hours, so listen to the radio for further updates."

Parents were asked to pick up their children from Wainui Beach School because of "health and safety concerns."

Local woman Polly Cameron said she had heard the plane fly over while she was outside reading her book around 8.30am

She hadn't seen the plane since but had spoken to a local volunteer fireman who told her he had heard it crash.

"There's a couple of helicopters out now - must be out looking," she said.

"Our local fire servicemen are getting the fire engine out too."

The RCCNZ said it received an emergency location beacon transmitter alert from an agricultural plane soon after 9am.

Gisborne Mayor Meng Foon was unaware if anyone had died in the crash, but said his thoughts were with the pilot's family.

It is understood the aircraft is owned by Gisborne-based company Farmers Air.

A staffer said they were not taking anymore calls when contacted by the Herald this morning.

The company's manager director and chief pilot, Andrew Hogarth, confirmed to Fairfax that one of their planes had been involved in this morning's crash.

He did not know the severity of the pilot's injuries.

The Farmers Air website says it provides a range of agricultural aviation application services - particularly aerial topdressing and fine particle application spraying.

"Safety is a critical part of our industry and operating safely with modern equipment allows us to deliver critical returns to our clientele,'' the site says.

The company operates from Northern Hawke's Bay to East Cape - in the North Island - and Canterbury, Otago and Southland in the South Island.

MetService said weather conditions in the area, at the time of the crash, were dry with some high cloud and north-westerly breezes.

Visibility was good and by all means, conditions were fine for flying.

The P750 is a rugged New Zealand-made short take-off and landing plane with up to 10 seats. It can be used to carry freight and for skydiving.

Hamilton-based Pacific Aerospace makes the aircraft which it is exporting to China.

The company says the plane operates well off short, narrow farm airstrips that are often situated on ridgelines.

The Civil  Aviation Authority has launched an investigation into the incident.

Key advice to the public affect by power outage

• Save water both inside and out. That means limit the times the toilet is flushed. No watering of the garden.
• Use gas for cooking either inside or outside on a barbecue.
• Limit the times you open the freezer or fridge to help conserve your food.
• Fire ban has been lifted to enable people to cook outside on an open fire is necessary.
• The free barbecues at Waikanae Beach are available until they run out of gas.
• Generators will be put into several petrol and gas stations later this afternoon. These will be Caltex Gladstone Road and BP Kaiti. BP Foster and Tyler Ormond Road is operating at the moment.
• Generators will go in at several fast food outlets.